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description

PV Technologies, Inc. is an industry-leading manufacturer of photovoltaic inverters used to convert the direct current output of solar panels into alternating current for the commercial power grid. In conjunction with a request for proposal, the company's largest customer performs a routine evaluation and ranks PV Technologies third behind two key competitors. The director of sales and marketing must weigh the possible consequences of the report on the company's reputation while considering an appropriate response. Students must complete a quantitative analysis of four possible courses of action and make a recommendation.

learning objective:

1. To study a selection of core issues in industrial marketing. 2. To become acquainted with the manner in which industrial markets may be segmented and identify some of the characteristics of buying behavior. 3. To understand the effects of competitive pressure as it relates to the development of new products and services, product customization, product management, and strategic planning. 4. To acquire the skills and knowledge to recognize the importance of staying abreast of the changing needs of customers in an industrial marketing setting and to recognize as well the potential impact when a firm fails to do so.